At the end of 2015, an expected 87.9 billion consumer emails will be sent and received each day. But in a world where communication between brands and consumers is more transparent than ever, thanks to the rise of social media, marketers must ensure they take a more proactive approach, by delivering relevant, personalised content to their customers to be heard above the noise.

So how can businesses ensure they are effectively communicating with and engaging customers?

The customer leads
The first step to adapting to changes in communication is to understand that the customer must always lead and the business should follow. For example, don’t answer tweets with responses such as ‘please call our help desk between 9am to 5pm’, as they do not address the customer’s problem. Instead, concerns and queries must be answered within the customer’s channel of choice and in a timely manner. Communication channels must also be mobile-optimised, as consumers increasingly communicate with brands via smartphones and tablets, as well as using social media tools for marketing content.

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